Nissan plans new model assault
At least five all-new cars will be launched here over the next few months
By Colin Yong
NISSAN’S PRODUCT LINE-UP is about to get a shot in the arm with the introduction of several key new models between the third quarter of this year and early 2009.
The brand last held the number one spot for passenger car sales here back in 2001. But it has seen its market share dip in recent years, as the combined effects of an ageing product range and stiffer competition from parallel importers took their toll.
Nissan is actually performing well globally – it sold a record 3.77 million vehicles worldwide in 2007 and expects to shift 3.9 million this year. Company executives however admit that a less than desirable model mix and an over-reliance on the Latio and Cefiro for sales have hurt the brand in Singapore.
This is something the wave of new models (see box story) should fix. It’s interesting to note that only one of the five – the Teana – is a conventional saloon. The others span a variety of vehicle types, which should give Nissan’s image a timely boost.
Mind you, this isn’t the first time local distributor Tan Chong Motor Sales has tried to market niche models. Almost a decade ago it brought in a quartet of quirky recreational vehicles, with disastrous sales results.
The local car scene is very different today though, with younger buyers being more open to new concepts and alternative body styles. This being the case, models like the Qashqai and Elgrand now have a much higher chance of success.
There’s also likely to be healthy demand for the officially imported GT-R sports car, even though parallel importers are already doing a roaring trade in them.
The car’s sheer mechanical and electronic complexity means a number of buyers have been hesitant to take the plunge without the reassurance of having an authorised distributor’s aftersales service. So even though the official car is likely to cost more, there’ll be many who will gladly pay the premium for peace of mind.
A stronger image for Nissan will also mean a more seamless introduction of the company’s upmarket Infiniti arm. Nissan has already announced that Infiniti cars will be sold globally from 2009 onwards, so it’s only a matter of time before the brand is introduced in Singapore.
As with Toyota and Lexus, both Nissan and Infiniti will be handled by one distributor, but from separate showrooms. Tan Chong is understood to be keeping its eyes open for possible Infiniti showroom locations, but with no firm date yet set for the brand’s debut here, it’s understandably in no hurry to make any commitments.
A possible ace up Nissan’s sleeve is its automotive battery technology. The company currently produces only one petrol-electric hybrid car, but it uses technology licensed from Toyota.
As a result of its joint venture with electronics giant NEC though, Nissan will be one of the first on the market with much more efficient lithium-ion batteries, which will make for lighter yet better-performing hybrids and, later, fully electric vehicles.
“For electric cars we will offer customers a very attractive package,” said Nissan’s executive vice-present Carlos Tavares at the recent Nissan 360 event in Portugal, where the company showcased current and future technological exhibits.
He said Nissan believes these zero-emissions cars to be a better long-term solution than hybrid technology and alternative fuels like biodiesel and CNG: “Not only will our electric vehicles be affordable to buy, they will be much cheaper to run than ordinary cars.”
Box:
Cool Nissans on the way
Qashqai
What it is:
A crossover hatchback with the rugged styling and tall stance of an SUV. But it’s not meant to go off-road at all so on-road performance and handling benefit. There are only five seats, but the cabin and boot are very spacious.
Hip factor:
7/10
Elgrand
What it is:
Looking like it’s been airlifted straight out of Shinjuku, this full-sized MPV is a veritable living room on wheels. Huge sliding rear doors give good access to the massive, luxuriously appointed cabin. Get the lace curtains ready.
Hip factor:
8/10. But only for Japanophiles
Teana
What it is:
It doesn’t look all that different from the Cefiro it replaces, but the Teana boasts far higher levels of quality and refinement. The smooth 2.3-litre V6 has been enlarged to 2.5 litres, while the base model sticks with a 2.0-litre four-cylinder.
Hip factor:
7/10
Murano
What it is:
Sticking to the same styling formula as the first-generation model, the new Murano remains a great-looking SUV but it now has the dynamics to match.. The 3.5 V6 is seriously quick, and its stiffer body improves handling and ride.
Hip factor:
8/10
GT-R
What it is:
This car really needs no introduction. Its specifications list reads like a who’s who of the technological world, and the fact that it laps the legendary Nurburgring circuit faster than any other car currently in production speaks volumes about Nissan’s achievement.
Hip factor:
11/10. Even if there are already plenty on the road
